Marketing Strategy
Team 2/Case Study 2
September 15, 2015

Breeder’s Own Pet Foods, Inc

Breeder’s Own Pet Foods, Inc is a major producer of dog food for show-dog kennels in the United States. Their executives viewed the retail dog food market as a growth opportunity and would like to begin by introducing their product; Breeder’s Mix dog food into the Boston area in 2011. Breeder’s Mix dog food is a nutritionally balanced, frozen dog food that is among the costliest to produce. Their product has no additives or preservatives and is made up of 85% fresh meat and 15% of the highest quality fortified cereal. It is the finest quality and has been used and recommended by professional show-dog owners for years. Breeder’s Mix has a long
After deducting the cost of production, freight, packaging, and commission for the brokers they would have a profit of $16.12 for every case sold. For promotions we created a $5.00 price-off coupon for the product that will be offered to stimulate a trial of Breeder’s Mix. This will help to spark interest in the product and get their brand name circulating through the market. Distribution through supermarkets represents the best possible growth opportunity for placement of this product. Frozen dog food is sometimes sold in pet superstores, independent or specialty pet stores, natural food grocery stores, and Internet retailers. Breeder’s Mix will have a huge advantage being located in the frozen food section right next to “people food”. We feel a good creative strategy for Breeder’s Mix is to position it as the finest dog food available at any price and the only thing you will want to feed a dog that is truly a member of the family. Breeder’s mix is such a unique product. We believe a variety of concepts can easily be applied to this high quality food such as: •The Luxurious fur coat
•The world’s finest dog food
•The guilt concept (shouldn’t your dog eat as well as you do?)
•Now your dog can eat what champions have been eating for years
Breeder’s Mix should be targeted at singles and marrieds between the age of 21 and 54 with a household income of greater than $25,000. This is because this age